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APL – Athletic Propulsion Labs

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A reimagining of a toy store: child-centred, but adult-savvy. Combines the theatre of a 'secret behind the scenes' area and incredible staff, and a buzz like an affluent Soft Play afternoon.
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Ami Paris is in the vein of US street brands (like Aime Leon Dore), where Ami Paris  infuses classic French cool and everyday elegance, championing inclusivity and authenticity, in an understated, Par...
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Started as a vintage store, with sustainability at heart, now a manufacturer and modern brand that also weaves digital and data into the store/changing room experience.
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A compact, market‑style lab for “slow tech”, this SoHo pop‑up turns refurbished devices, repairs and education into the hero, challenging the upgrade treadmill a few doors down from fast fashion. This...

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Old-Skool pro-tech emporium. Deep stock, deep knowledge, old-school service (knowledgable, grumpy, helpful if you're quick!), with multichannel prowess.
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A roomy, leather-scented boot hall that trades on Texan warmth rather than New York attitude, this Wooster Street flagship shows how a DTC cowboy-boot disruptor can scale up into a full Western lifest...
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New brand showcase store featuring an exhibition space, cafe and learning area for this heritage-meets-technology photography and imaging brand.
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A neighbourhood store that extends New Balance’s flagship ambitions into one of New York’s most discerning retail corridors, trading the Flatiron’s scale for SoHo’s street-level intimacy while applyin...
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A 'clubhouse' store for the high-end cycling brand, offering a full range of cycling products alongside a cafe and an active cycling club.
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Stylish, recently-expanded store to highlight the On running range, with an extended selection of clothing. Hidden gait analysis and the 'magic wall' that reveals all sizes. Enormous window frontage.

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